A woman in ivory tailoring reflected across fragments of broken mirror resting against limestone, in warm morning light.

I work where fashion meets technology — helping brands turn digital change into growth.

Naama Kaufman Strategy · Commerce · Consumer Behaviour London · Tel Aviv
Strategy · Commerce · Consumer Behaviour

I work across commerce, growth and digital product, using consumer behaviour to understand where journeys break, what moves people to act and what brands should do next.

A woman in an ivory silk shirt resting her chin on her hand at a travertine table, lit by morning sun through sheer curtains.

B.

Building B.

The next chapter of commerce.

The world is redesigning how we shop. Discovery, checkout, the whole journey is being rewritten — and new behaviours with it. But shopping was always personal. B. is a new kind of journey, built to test what happens when trust, control and value lead it.

She remembers everything. What you love. What you hate. Your size, your budget — the things you’d never tell a shop assistant.

She finds what you actually want — not what an algorithm thinks you want.

The coat you screenshotted, the tab you left open, the “I’ll come back to it later” — she’s the one who remembers it, holds space for you, and has your back. Not the brand’s.

A best friend to shop with. I named her after mine — Rebecca — so I could always have her in my pocket.

Exploring

Trust & Delegation · Consumer Behaviour · Agentic Commerce · Identity & Desire · Human Decision Making

Journey

Research → Strategy → Prototype

Status

Currently in development.

Research materials in warm light: a cream blazer, a leather portfolio, a white handbag, sunglasses and a bottle of perfume on travertine.

Beyond the prototype.

The thinking behind B. lives here.

→ Read on The Taste Index

Thinking made visible.

Chapter One · Strategic Thinking

Strategic thinking.

A woman in minimal ivory separates whose shadow on the wall wears a full couture ball gown.
A woman in a cream trench coat holding a structured beige handbag, her shadow walking beside her.
The insight

The majority of Selfridges’ visitors are aspirational shoppers, yet the journey often treats them as strangers. Online browsing, wishlists and preferences disappear the moment they enter the store, breaking the sense of recognition that luxury retail depends on.

The recommendation

Build on Selfridges’ existing loyalty programme and customer data to create a continuous journey between digital discovery and physical retail, using AI Virtual Styling before the visit and Smart Fitting Room Mirrors in-store.

The insight

Luxury shouldn’t be reserved for the top 3.5% of customers—the challenge is scaling a high-touch experience without losing exclusivity.

The recommendation

Scale the luxury experience through three strategic initiatives.

Strategic initiativeAI Visibility Strategic initiativeDigital Luxury Experience Strategic initiativeEntertainment Commerce
The insight

Consumers criticise fast fashion in principle, yet continue to prioritise affordability, convenience and novelty in practice — revealing a persistent value–behaviour gap.

The recommendation

Create Zara Exchange, a circular commerce ecosystem that rewards garment returns and turns sustainability into customer value.

ValueTurn old garments into purchasing power. HabitEmbed recycling into the shopping journey. CredibilityReplace sustainability claims with transparent circularity.
Chapter Two · Commercial Work

Strategy built through doing.

My strategic thinking was built through years of industry experience within the customer journey: developing products, growing audiences, improving conversion and turning attention into action.

A sunlit atelier with cream garments on a rail, couture photographs on the wall and a handwritten note reading “Wear the cream one.”
357% Revenue growth

Developed and implemented the brand’s B2C growth strategy across ecommerce, acquisition, conversion and retention, while redesigning the Shopify experience to create a more deliberate journey from discovery to purchase.

By combining strategic direction with hands-on execution across customer behaviour, campaign planning and digital experience, the brand achieved 357% revenue growth in six months.

Ecommerce strategy · Growth strategy · Customer journey · Shopify · Customer behaviour · Conversion · Campaign planning · Analytics

Angular mirror fragments leaning against blocks of raw limestone in warm directional light.

Led product initiatives across digital acquisition and the top of the funnel, creating experiences that helped investors discover relevant opportunities, complete registration and progress towards investment.

The work spanned product-led acquisition tools, personalised deal discovery, an AI-powered chatbot, SEO initiatives and the end-to-end digital experience surrounding the OurCrowd Global Investor Summit.

600+New users from the summit livestream
~$250,000In investments
~10%Registration growth

Digital product · Product strategy · Acquisition · Personalisation · AI chatbot · Customer journey · Top-of-funnel growth · Cross-functional leadership

A woman in a cream tailored suit against a sunlit plaster wall, her shadow cast behind her with loose flowing hair.

Current consulting work with Zionist Investor spans brand and marketing strategy, website experience, analytics, conversion tracking, content direction, partnerships and visibility across both traditional search and emerging AI-led discovery.

The focus is on building a clearer digital presence, strengthening authority and creating a more coherent journey from first discovery to deeper engagement.

Marketing strategy · Brand positioning · Website strategy · Analytics · Conversion tracking · Content direction · Partnerships · Search & AI visibility

A woman in ivory silk reclining among angled mirror fragments, her reflection repeated in the glass.
About

From building digital journeys to questioning what comes next.

Over the past decade, I’ve worked across marketing, ecommerce and digital product, helping businesses grow by improving the journey from discovery to purchase.

Today, my focus sits at the intersection of fashion, technology and consumer behaviour. I complete my MA in Strategic Fashion Marketing at London College of Fashion this September, where my research explores how AI is reshaping the way we discover, trust and buy.

I’m fascinated by the space between what consumers say, what they do, what technology is beginning to make possible and how commerce is evolving.

London-based · Eligible to work in the UK

  • MA Strategic Fashion Marketing, London College of Fashion
  • Principles of Luxury, Sotheby’s Institute
  • Experience across fashion, ecommerce, product and growth
Contact

Let’s talk.

I’m exploring opportunities across strategy, consumer insight, AI commerce and digital growth—and always happy to connect with people building what’s next.

Email naamar.kaufman@gmail.com
LinkedIn linkedin.com/in/naamakaufman
Substack The Taste Index
Instagram @naama_kaufman

Naama Kaufman · London